Coke — Barry Deck

Coca-Cola Visual Identities

At Ogilvy, I led the team asked to help re-position the brand for the 21st century by Coca-Cola’s design excellence team. First, we re-designed the master brand (the one in the red can) and sugar-free brands, then helped launch Coke Zero, the first sugar-free cola marketed to men, and the company’s most successful new beverage in decades. We proposed an online system for creating design mechanicals, which has saved the beverage giant hundreds of millions annually since its launch.

initial exploration

before : drop-shadows, dot screens, and bubbles. globally.

after : core iconography stripped to its essence.

subsequent explosion

happiness factory packaging : rolled out in stores globally

product development projects

• graphic design
• logos
• brand identity systems
• brand guidelines
• signage systems

• package design
• custom lettering
• bespoke typefaces
• copywriting
• art direction

• website design
• web development
• web applications
• custom themes

contact me!